Fontainebleau Miami Beach Case Study

Luxury Hotel Brings 5-Star Online Experience to International Guests

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Supported Languages

Portuguese, Spanish

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MotionPoint’s technology, combined with high-quality translation, has been a worry-free solution for us.

Josh Herman

Executive Director, Marketing and PR

For more than 60 years, Fontainebleau Miami Beach has provided its guests with exquisite, world-class customer experiences. The internationally-renowned five-star resort has extended this excellence to its global online presence through technology and innovation. Located in the jet-setters’ paradise of Miami Beach, the luxury hotel attracts many Spanish- and Portuguese-speaking guests from nearby Latin American countries. The best way to serve these guests online, Fontainebleau realized, was to serve them in their preferred languages.

Localizing with MotionPoint

Localizing the hotel’s website would fulfill two purposes: guests could book directly on the Fontainebleau website with ease, and international website visitors would receive as excellent a brand experience online as they would at the resort. However, their lean marketing team lacked the in-house resources and expertise to translate, deploy and operate multilingual websites.

In 2011, Fontainebleau partnered with MotionPoint to craft brand-perfect, culturally relevant online experiences for its Latin American guests. The Spanish and Portuguese websites were launched in under 90 days, with minimal involvement from Fontainebleau’s IT team.

MotionPoint’s focus on international SEO and global user experience was another differentiator for us. It’s made a big difference in driving the success of our Spanish and Portuguese sites.

Josh Herman

Executive Director, Marketing and PR

Delivering World-Class UX with a Proxy Approach

MotionPoint’s proxy-based technology leverages the existing code and translatable content of Fontainebleau’s English website, giving Spanish and Portuguese-speaking guests the exact same functionality, UX and brand experience as its English-speaking customers. “Choosing a proxy solution for the translation of our website immediately proved to be the easiest, fastest approach,” said Josh Herman, Executive Director, Marketing and PR.

Ongoing translation and operation of the localized websites is fully managed by MotionPoint’s turn-key solution, freeing up Fontainebleau’s marketing and IT teams to focus their resources on their primary responsibilities. “Our multilingual websites are fantastic,” Herman said. “Translations, UX and uptime are always excellent. We never worry about their operation.”

As content changes are made to Fontainebleau’s English website, MotionPoint’s technology automatically detects additions or updates, and immediately submits them for human translation. The translated content appears on the Spanish and Portuguese websites within one business day.

MotionPoint also translates the site’s SEO-rich content, including metadata and structured data, page title and descriptions—all of which optimizes its international SEO.

MotionPoint also presents Fontainebleau’s localized user experiences in intuitive ways. Like a hotel concierge, MotionPoint’s EasyLink® technology anticipates visitors’ language preferences and seamlessly welcomes them in the language they’re most likely to speak. It then remembers these preferences for future visits, too.

“MotionPoint’s focus on international SEO and global user experience was another differentiator for us,” said Dillon Burke, Digital Marketing Manager. “It’s made a big difference in driving the success of our Spanish and Portuguese sites.”

Winning with a Turn-Key, Worry-Free Solution

The hotelier’s investment is literally paying off. Since the sites’ debut in 2011, Fontainebleau has seen growth in Latin American bookings generated directly from the resort’s localized websites. This increases Fontainebleau’s revenue for every sale, since it doesn’t sacrifice a hefty percentage of its booking revenue when customers conduct transactions via a third-party hospitality website or service.

Further, Fontainebleau re-publishes its translated content on those third-party booking platforms, providing customers a consistently branded, in-language experience—no matter what service they’re using to make reservations.

By working with MotionPoint, Fontainebleau continues to provide world-class customer experiences for its Spanish- and Portuguese-speaking guests—while maintaining a consistent luxury brand experience across all channels.

Perhaps best of all, the solution doesn’t burden their lean marketing and IT teams.

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